FACTOR | COPYWRITING, UX DESIGN
I’m Feeling Lucky
Back before it was a verb, “Google” was just another search engine with a funny name trying to compete in the GIF-heavy HTML-based Internet of the late 1990s. It’s safe to say they’ve accomplished a few things since then – and that they like the world to know about it.
Factor handles brand identity, CRM, and digital creative for a swath of Google properties. That means engaging websites, comprehensive design systems, and the kind of emails people actually want to open, read, and click through.
Here’s a bit of what I’ve been up to since joining the team in 2023.
HOW SEARCH WORKS
Using Google Search is like driving a car: most people are happy that it works without needing to understand the engine. It’s when you look under the hood that things get complicated. And sometimes you don’t want to take the dealer’s word for what’s going on in there.
"How Search Works” is Google’s public-facing explanation of how they do what they do. With increased public scrutiny of the mechanics and motivation behind Search, our clients needed a more user-friendly experience. We were asked to reframe How Search Works as a transparent, trustworthy, straightforward story – while keeping new content to a minimum.
Our team performed a massive content audit, reorganized the site map, restructured a dozen pages, and cleverly repurposed existing content to meet the client’s requests. In addition to copy editing and content strategy, I helped build out story arcs and wireframes in Figma.
